Research on cognitive neural mechanism of consumers convinced by intelligent recommendation platform eavesdropping

Abstract

Abstract The negative inference that consumers hold ‘eavesdropping’ views concerning the intelligent recommendation services of digital platforms is fostering their selective exposure to information that aligns with their preferred viewpoints. This, in turn, exacerbates their psychological defense against digital platforms, causing consumers to become more prone to verifying existing beliefs and fostering the polarization of information choices. This phenomenon directly impacts the effectiveness of smart recommendations and the accuracy of digital platforms’ predictions of consumer behavior, potentially even adversely affecting brand trust and the long-term stability of platform usage. From the perspectives of self-verification and cognitive closure, this study delves into the influence of ‘eavesdropping’ inference cues within intelligent recommendation systems on consumers’ selective exposure to information and the underlying psychological mechanisms. Experimental findings indicated: (1) Behavioral results showed that consumers who believed in eavesdropping by digital platforms, under conditions of high comprehensibility, were more inclined to selectively engage with consistent information as opposed to inconsistent information. Under conditions of low comprehensibility, however, information consistency had no significant effect on consumers’ selective exposure. (2) EEG results revealed that, based on the need for cognitive closure, individuals in the high comprehensibility group, during the self-verification process, exhibited more cognitive conflict and required greater cognitive effort when presented with inconsistent information compared to those in the consistent information group. This, in turn, elicited higher N2 and N450 amplitudes. This study uncovered the psychological mechanism underlying this phenomenon. When consumers developed a skeptical perspective on perceived eavesdropping by digital platforms within intelligent recommendation systems, they promptly engaged in self-verification, driven by the need for cognitive closure. The study’s findings offered practical guidance to digital platforms on how to alleviate consumer suspicions when designing intelligent recommendation services, thereby mitigating negative consumer reactions to the perception of ‘eavesdropping’. This insight held significant theoretical and practical value at the intersection of digital marketing and psychology.